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Holiday 2013 – That’s a Wrap!

Heather DoughertyResearch Director, Experian Marketing Services

January 9, 2014

2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. 2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.

#shareinsight

Continue the conversation

Follow us at @ExperianMkt

Check out our blog for real-time holiday insightsex.pn/mktfwd


Introducing our speaker

Heather Dougherty, Research Director, Experian Marketing Services

Today’s talk track: Which retail websites were successful this holiday season? What were the

changes in visit trends to retail websites compared to past seasons? Who visited retail websites this holiday season? What tactics can reach more

buyers in the future? Which digital channels were effective - through the performance of search, email,

affiliate partners and social networks? How consumer demand changed through new and recurring search trends &

themes for holiday gifts?

Tweet using the hashtag #shareinsight@ExperianMkt

Traffic Trends


Daily Visits to Hitwise Retail 500Late start to shopping season failed to surpass 2012

11/1

11/3

11/5

11/7

11/911

/1111

/1311

/1511

/1711

/1911

/2111

/2311

/2511

/2711

/29 12/1

12/3

12/5

12/7

12/912

/1112

/1312

/1512

/1712

/1912

/2112

/2312

/2512

/2712

/2912

/310

50

100

150

200

250

Daily Visits to Hitwise Retail 500

2010 2011 2012 2013

Tota

l Vis

its (i

n M

illio

ns)

Hitwise Retail 500 = top 500 online retail websites, excluding auctions, classifieds and buying clubs


Holiday Milestone DaysDaily traffic levels similar across key shopping days

Thanksgiv-ing

Black Friday

Cyber Monday

Free Shipping

Christmas Day After Christmas

0

50

100

150

200

250

Total Visits to Hitwise Retail 500 on Holiday Milestone Days

201120122013

Tota

l Vis

its (i

n M

illio

ns)

-1% -8%-2%

-9%-3%

-5%


Demographics of Retail Visitors More likely to be affluent, female & over 35

< $30k $30k - $59.9k

$60k - $99.9k

$100k - $149.9k

> $150k0%

10%

20%

30%

HH Income

Hitwise Retail 500 Online Pop

Shar

e of

Vis

its

18-24 25-34 35-44 45-54 55+0%5%

10%15%20%25%30%35%40%

Age

Hitwise Retail 500 Online Pop

Shar

e of

Vis

its

Female

Male

0% 10% 20% 30% 40% 50% 60%

Gender

Online Pop Hitwise Retail 500

Share of Visits

Boston et al, MA-NH

Philadelphia, PA

Chicago, IL

Los Angeles, CA

New York, NY

0% 1% 2% 3% 4% 5% 6% 7% 8%

DMA


+8%

+10%

+11%+6%

+4%

+14% +17%

+4%


Mosaic GroupsAffluent boomers & families are largest group of shoppers

WebsitesShare of Visits to Hitwise Retail 500 for Top 4 Mosaic

Groups

Share of Website Traffic from Top 4 Mosaic Groups

Amazon.com 27% 30%

Walmart 5% 20%

Target 4% 27%

BestBuy 3% 29%

Macy*s 2% 35%

P - Cultural ConnectionsK - Significant Singles

S - Economic ChallengesG - Young, City Solos

R - Aspirational FusionQ - Golden Year Guardians

J - Autumn YearsO - Singles and Starters

H - Middle-class Melting PotN - Pastoral Pride

M - Families in MotionF - Promising Families

I - Family UnionE - Thriving BoomersL - Blue Sky Boomers

D - Suburban StyleC - Booming with Confidence

B - Flourishing FamiliesA - Power Elite

-1% 0% 1% 2% 3% 4% 5% 6% 7% 8%

Mosaic Groups


Share of Visits

+12%+9%

+7%+4%

WebsitesShare of Visits to Hitwise Retail 500 for Top 4 Mosaic

Groups

Share of Website Traffic from Top 4 Mosaic Groups

NASTY GAL 0.06% 55%

White House Black Market 0.06% 54%

West Elm 0.08% 61%

Pottery Barn Kids 0.13% 52%

Neiman Marcus Online 0.24% 55%


Video & Games

Toys & Hobbies

Computers

Sport & Fitness

Appliances & Electronics

House & Garden

Auctions

Apparel & Accessories

Rewards & Directories

Department Stores

- 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000

Retail Categories - Dec 2013 vs 2012

Dec-13Dec-12

Total Visits in Millions

Total Visits to Retail Categories – DecemberIncreased visits to department store websites

+6%

-5%-9%

-18%

-14%-7%-7%

-10%-19%

-2%


Total Visits to Hitwise 500 Retail Websites49% of visits went to Top 10 websites

Highest Growth YoY 1. Fanatics.com +285%

YoY

2. Fitbit +224% YoY

3. Microsoft Store +172% YoY

4. H&M +139% YoY

5. Personalization Mall +122% YoY

6. Dummies.com + 106% YoY

7. CCS +82% YoY

8. 1-800-Diapers +81% YoY

9. zZounds +75% YoY

10. Wayfair +70% YoY

11. Zara +69% YoY

12. Big 5 Sporting Goods +67% YoY

13. SAMMY Dress +65% YoY

14. Dell +57% YoY

15. Hobby Lobby +54% YoY

FandangoBarnes & Noble

ShutterflyZappos.com

Walgreens.comGameStop

Lowe'sKmart.com

Overstock.comQVC.com

TOYS 'R' US - USAThe Home Depot

JC PenneySears

Kohls.comMacy*s

BestBuyTarget

WalmartAmazon.com

0 200 400 600 800 1000

Total Visits to Retail Websites - Dec 2013 vs 2012

Dec-13Dec-12

Total Visits in Millions

+30%+2%

+3%+4%

+1%+6%

+29%


Video & Games

Computers

Toys & Hobbies

Auctions

Appliances & Electronics

House & Garden

Sport & Fitness


Apparel & Accessories

Department Stores

0.00% 0.50% 1.00% 1.50% 2.00% 2.50%

Mobile Market Share of Visits by Category

Dec-13Dec-12

Share of Visits

+31%

+20%

+3%-28%

+7%+12%

-22%

+3%-32%

-30%

Mobile Market Share of Visits – December Visits to mobile shopping websites increased 13% YoY


Market Share of Visits – PC vs Mobile WebsitesLarge retailers have bigger mobile presence

FingerhutCostco

NordstromHSN

KmartOverstock.com

QVCJC Penney

SearsKohl's

Macy'sTarget

Wal-MartAmazon.com

0% 10% 20% 30% 40% 50% 60%

Market Share of Visits to Department Store Websites - Dec 2013

Mobile PC

Share of Visits

Virgin MobileBuy.com

OfficeMaxFry's Outpost.com

U.S. Cellular CorporationH.H.Gregg

woot!B&H Photo Video

RadioShackOffice Depot

Virgin Mobile USATigerDirect.com

Sprint - ShopNewegg.com

BestBuy

0% 10%20%30%40%

Market Share of Visits to Appliance & Electronics Websites - Dec 2013

Mobile PC

Share of Visits

Best Buy 25% on PCs vs

35% on Mobile

Amazon 48% on PCs vs

56% on Mobile

Drivers of Traffic


Upstream Traffic to Hitwise Retail 500 Social & email comprised higher share of marketing mix

News & Media

Portal Frontpages


Lifestyle

Business & Finance

Entertainment

Email Services

Social Networking & Forums

Shopping & Classifieds

Search Engines

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Upstream Traffic to Hitwise Retail 500

Dec-13Dec-12

Share of Upstream Traffic

+11%+39%

+44%+24%

+11%

+7%

+2%

-13%

-16%

-45%


Downstream Traffic to Hitwise Retail 500 Store openings on Thanksgiving drove increased email activity

Search – Black Friday

Email –Thanksgiving

Social Networks – Black Friday

Rewards & Directories –

Cyber Monday

Peak Days by Channel

11/1

11/4

11/7

11/10

11/13

11/16

11/19

11/22

11/25

11/28 12

/112

/412

/712

/1012

/1312

/1612

/1912

/2212

/2512

/2812

/310%

5%

10%

15%

20%

25%

30%

35%

Downstream Traffic to Hitwise Retail 500

Search Engines Social Networking & ForumsEmail Services Rewards & Directories

Shar

e of

Dow

nstre

am T

raffi

c


Thanksgiving – YoY Change

1. Amazon +70%

2. Walmart +49%

3. Best Buy +14%

4. Target -20%

5. Macy’s +50%

Downstream Traffic from Email Increases on several major milestone days

Thanksgiving Black Friday Cyber Monday

Free Shipping

Christmas Day After Christmas

0%

2%

4%

6%

8%

10%

12%

Email Downstream Traffic to Retail 500 on Holiday Milestones

2011 2012 2013

+9% +3%

+5% +4%

-8%

0%

Christmas –YoY Change

1. Amazon +39%

2. Walmart +54%

3. Macy’s +18%

4. Best Buy -25%

5. Kohl’s -30%


Traffic from Social NetworksInstagram, Tumblr & Google+ represented larger share

Highest Share of Downstream Traffic

1. Amazon +36% YoY

2. Walmart -3% YoY

3. Target -2% YoY

4. Macy’s +11% YoY

5. Best Buy +3% YoY

Retail Websites - Highest Increases

1. Wayfair +262% YoY

2. Fitbit +261% YoY

3. Beats by Dr. Dre +212% YoY

4. Fanatics.com +211% YoY

5. Dermstore +150% YoY

Upstream Websites Dec-13 YoY Percent

ChangeFacebook 5.32% 38%

YouTube 1.65% 55%

Pinterest 0.14% 5%

Twitter 0.11% 29%Yahoo! Answers 0.05% -8%

Reddit 0.04% 385%

Linkedin 0.04% 32%

Google+ 0.04% 103%

Instagram 0.03% 199%

Tumblr 0.03% 98%


Upstream Social Networks

1. Facebook – 12% +293% YoY

2. YouTube – 1% +83% YoY

3. Pinterest – 0.3% -28% YoY

4. Houzz – 0.1% +90% YoY

5. LinkedIn – 0.06% +408% YoY

6. Google+ – 0.01% +123% YoY

Social Traffic to WayfairSignificant traffic increases from social efforts

Facebook #2 source of traffic

in December


Upstream Social Networks

1. YouTube – 16% +487% YoY

2. Facebook – 4% +3% YoY

3. Twitter – 0.2% -27% YoY

4. Yahoo! Answers – 0. 2% +123% YoY

5. CafeMom – 0.07% New

6. Ask.fm – 0.07% up New

Social Traffic to Beats by DreVideo content was a major driver for social traffic

YouTube #2 source of traffic in

December


Downstream Traffic from InstagramYounger & sport-oriented brands gaining traffic

NikeStore

Walgreens.com

BestBuy

Finish Line

Macy*s

Foot Locker

Forever 21

Amazon.com

0.0% 0.1% 0.2% 0.3% 0.4% 0.5% 0.6%

Downstream Traffic from In-stagram - Dec 2013

% Share of Downstream Traffic

+12% YoY

+20% YoY

+4% YoY

+118% YoY


Reward & DirectoriesAffiliate opportunities increased from discount websites

My Pointswww.bestbuys.com

Calibex.comcompare99

LivingSocialSwagbucks.comSuper Clearance

EbatesBizrate

NexTagSlickdeals.net

RetailMeNot.comOutrate.net

cnet ReviewsPronto

Coupons.comNo More Rack

GrouponYahoo! Shopping

Shop at Home

- 10 20 30 40 50 60 70

Total Visits to Rewards & Directories – Dec 2013

Total Visits (in Millions)

+69%

+56%+38%

+158%+110%+1178%+52%+107%

+2%

+2856%

< $30k $30k - $59.9k

$60k - $99.9k

$100k - $149.9k

> $150k0%5%

10%15%20%25%30%35%

HH Income - Dec 2013

Shar

e of

Vis

its

+6%

-10%-3%

-2%+2%

Upstream Websites – New YoY

1. Super Clearance

2. Sales Toys

3. Rebate Blast

4. Cyber Monday 2013

5. Coupon Click Club

#1 Upstream

#2

#3#4

#5

Search Trends


Hot Products Uggs, game consoles, tablets & smartphones top the most wanted lists during holiday season

Top Branded Product Search Terms 4 Weeks Ending Dec 28, 2013

Rank Search Term YoY Change

1 uggs +14%

2 ps4 15103%

3 xbox one New

4 fitbit New

5 kindle fire hd -33%

6 ipad air New

7 iphone 5s New

8 zoomer New

9 chromecast New

10 wii u -22%

Top Branded Product Search Terms Week of Thanksgiving/Black Friday

1 xbox one

2 ps4

2 uggs

4 kindle fire hd

5 ipad air

Top Branded Product Search Terms Week of Cyber Monday

1 uggs

2 xbox one

2 ps4

4 kindle fire hd

5 ipad air


Variations of Hot Products iPads and game consoles captured highest volume

10/12

/2013

10/19

/2013

10/26

/2013

11/02

/2013

11/09

/2013

11/16

/2013

11/23

/2013

11/30

/2013

12/07

/2013

12/14

/2013

12/21

/2013

12/28

/2013

01/04

/2014

0.00%

0.01%

0.02%

0.03%

0.04%

0.05%

0.06%

0.07%

0.08%

0.09%

Weekly Search Term Variations

"ugg""ps4" "xbox one""fitbit""kindle fire""ipad"

Shar

e of

Sea

rche

s


Search Activity – PlayStation 4 & Xbox One Higher demand for the PS4 throughout the season

Top PS4 Game Variations

1. Minecraft

2. GTA 5

3. NBA 2K14

4. Dead Rising 3

5. Destiny

Top Xbox One Game Variations

1. Killer Instinct

2. Minecraft

3. NBA 2K14

4. Halo

5. Zoo Tycoon 10/12

/2013

10/19

/2013

10/26

/2013

11/02

/2013

11/09

/2013

11/16

/2013

11/23

/2013

11/30

/2013

12/07

/2013

12/14

/2013

12/21

/2013

12/28

/2013

01/04

/2014

0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

Search Variations for PlayStation 4 & Xbox One

"ps4 or playstation 4" "xbox one or xbox 1"

Shar

e of

Sea

rche

s


Hot Products – Toys Zoomer the Robot Dog & Doc McStuffins were popular

Top Branded Product Search Terms 4 Weeks Ending Dec 28, 2013

Rank Search Term YoY Change

1 ps4 New

2 xbox one New

3 zoomer New

4 disney infinity New

5 wii u +92%

6 doc mcstuffins check up center New

7 barbie dream house 395%

8 tabeo e2 New

9 skylanders swap force New

10 hot wheels car maker New

10/12/2013

10/19/2013

10/26/2013

11/02/2013

11/09/2013

11/16/2013

11/23/2013

11/30/2013

12/07/2013

12/14/2013

12/21/2013

12/28/2013

01/04/2014

0.0000%

0.0005%

0.0010%

0.0015%

0.0020%

0.0025%

0.0030%

0.0035%

0.0040%

Search Term Variations of "zoomer"

Shar

e of

Sea

rche

s

10/12

/2013

10/19

/2013

10/26

/2013

11/02

/2013

11/09

/2013

11/16

/2013

11/23

/2013

11/30

/2013

12/07

/2013

12/14

/2013

12/21

/2013

12/28

/2013

01/04

/2014

0.0000%

0.0002%

0.0004%

0.0006%

0.0008%

0.0010%

Search Term Variations of "doc mcstuffins check up center"

Shar

e of

Sea

rche

s


Searches for Retailer Specific CouponsVolume down 26% on average for 5 weeks of holiday shopping season

Downstream Industries – 4 WE Dec 21, 2013

Industry Search Clicks

YoY Change

Rewards & Directories 53% +15%

Dept Stores 10% -15%

Apparel 6% -16%

Toys & Hobbies 5% -30%

Appliances & Electronics 4% -27%

10/12

10/19

10/26 11

/211

/911

/1611

/2311

/30 12/712

/1412

/2112

/28 1/40.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

0.14%

0.16%

0.18%

Searches for Retailer Specific Coupons

2013 2012

Shar

e of

Sea

rch

Clic

ks

Downstream Websites – 4 WE Dec 21, 2013

Website Search Clicks YoY Change

RetailMeNot 14% +70%

Coupons.com 9% +333

DealCatcher.com 4% +605%

Savings.com 3% -20%

Deal Plus 3% -28%


Cyber Monday remained the peak day for online traffic although Thanksgiving & Black Friday followed closely behind with significant activity across all 3 days. Affluent adults continued to be a key shopping segment online this holiday season with 23% of visits coming from those earning $100k or more.

Traffic to mobile shopping websites increased 13% YoY, with the highest growth in the share of visits to the mobile websites of department stores at 20% YoY. Visits to department store websites also increased on PCs 6% YoY, especially with the significant growth in visits to Amazon (+30% YoY).

Email was key on Thanksgiving day as stores promoted their holiday hours and promotions, beating out the share of traffic on Cyber Monday, previously the peak day for email.

Traffic from social networks like Facebook, YouTube and Instagram increased to retailers and continue to highlight the opportunities available to interact with your customers with content beyond just discounts & promotions. Visual content like photos and video also drive interest, sharing and website traffic.

Gadgets and game consoles dominated the search activity again this year– the new PlayStation 4 and Xbox One; Kindle Fire HD and various iPads and iPhones. Retailer-specific coupon searches were down this year, potentially an outcome from the increase in email traffic directly from the retailers.

Key Findings

2929

Questions?Stay connected with us for up-to-date insights:

[email protected]

@ExperianMkt

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